own brand

noun

1. an item packaged and marketed under the brand name of a particular retailer, usually a large supermarket chain, rather than that of the manufacturer
2. (as modifier)own-brand products
Also called: own label

Collins English Dictionary - Complete & Unabridged 2012 Digital Edition © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009, 2012